I. Contents and methods of consumer behavior research

(I) Research on consumer motivation

Theory of motivation research:

Maslow's hierarchy of needs

Freud's motivation theory

Freud assumed that most of the real psychological factors that form people's behaviors are unconscious.

according to Freud's theory, one can't really understand the main motivation of his motivation. "Motivational orientation": A unique motivational factor that every product can arouse consumers. Such as Mercedes-Benz-self-realization.

Market research methods to explore consumers' psychology:

In-depth interviews

Projection techniques

Association tests

Focus groups

(II) Consumer buying behavior process

The processes and activities that people participate in when looking for, buying, using, evaluating and processing products and services to meet their needs and desires.

1. Various stages of consumer decision-making process:

problem confirmation

information collection

selection evaluation

purchase decision

post-purchase evaluation

2. Internal psychological process related to consumers:

motivation, perception, attitude composition, integration and learning

Targeted marketing strategies that can be adopted: regular. Product recommendation/user (media) comment/price adjustment/promotion (restricted purchase/holiday marketing), product recommendation/comment/promotion

(3) Roles involved in purchase

We can distinguish five roles in a purchase decision:

1. Initiator: The initiator refers to the person who first puts forward or intends to buy a product or service.

2. influencer: influencer refers to the person whose opinions or suggestions have certain influence on the final decision.

3. Decision maker: A decision maker refers to a person who makes a complete or partial final decision on whether to buy, why to buy and where to buy.

4. buyer: the buyer refers to the person who actually makes the purchase.

5. users: users refer to people who actually consume or use products or services.

(4) Types of consumers' buying behaviors

1. Products purchased routinely/simplified decision-making process:

Big brands: maintain their high popularity through strategies such as reminding advertisements, regular promotions and conspicuous shelf display in retail stores

2. New brands or brands with small market share: try to break the routine selection process of consumers, make them consider different options, and encourage consumers to switch brands.

Unfamiliar product/complex decision-making process:

Marketers should provide consumers with information to help them make decisions.

consumers' purchasing decisions vary with the types of their purchasing decisions. According to the involvement of the buyers and the differences between brands, Four types of consumer buying behavior are distinguished:

1. Complex buying behavior

2. Reducing unbalanced buying behavior

3. Habitual buying behavior

4. Brand-seeking buying behavior

(5) Types of consumer buying behavior

(6) External influencing factors of consumer behavior

1, Interpersonal factors (1) culture (2) subculture (3) social stratum (4) family (5) reference groups and opinion leaders

2. Non-interpersonal factors (1) time (2) place (3) environment

(7) consumer's cognitive response mode

1. Cognitive response method: mainly studies consumer's marketing communication.

2. Deliberating the possibility model

2. The role of consumer behavior research in the integrated marketing communication plan

The two steps that have the most direct relationship between the consumer purchase decision-making process and the development of an effective integrated marketing communication plan are: 1. Searching for information; 2. Evaluate buying options.

Need to be touched by marketing communication

(1) Search for information

1. Internal search

In the information search stage, consumers will reduce the number of alternative brands at a very fast speed. One of the goals of marketing communication is to ensure that the company's brand enters the list of alternative brands at the stage of internal search by consumers.

2. External search

How much time consumers spend searching externally depends on three factors:

(1) motivation;

(2) cost;

(3) Revenue

3. Search ability

Factors that affect search ability:

(1) Education

(2) Products owned

(3) Brand-specific knowledge

4. Motivation level

Motivation is determined by the following factors of consumers:

6. Search costs and benefits

Cost of information search:

(1) Actual cost of products or services

(2) Subjective costs related to search, including search time spent and anxiety when making decisions

(3) Opportunity costs caused by giving up other activities because of searching for information (for example, I didn't play golf or go to the movies because I went shopping)

(2) Three concepts that marketers consider in the process of information search

There are three elements in consumer attitude: emotion, cognition and conation

1. A common order of forming attitude is: cognition-emotion-conation (for example, if someone has a strong enough aversion to the topic of swimsuit, then he may not subscribe to 《 )

2. Attitude can also be formed in the following order: emotion → conation → cognition (for example, a woman may see an advertisement of Platinummotocars and be hit by the feeling of being "loved" in a luxury car and put it into action. Stimulated by this kind of emotion, she followed the emotional feelings in demonstrating her intention to rent a luxury car in Platinum.)

3. Some attitudes are formed in the third order: intention → cognition → emotion (for example, when buying daily necessities, customers may notice a new biscuit brand that is being promoted at a reduced price. He may have never seen this brand before, and he has never eaten it, but because it is on sale, he decided to try it once. Then, he will learn more about its taste, ingredients or other qualities when eating biscuits. Finally, he will learn more about it by reading the instructions on the package, including how much calories will be produced when eating one piece. In this way, he formed his opinion on this kind of biscuit, which will affect his future purchase. )

(3) consumer values

Attitude reflects a person's values, and both attitudes and values can be used by marketing experts in the consumer decision-making process.

cognitive map

1. cognitive connection

2. processing new information

3. retaining information

4. new concepts

5. marketing information

(4) evaluating purchase decision

three models to describe the essence of the evaluation process:

1. reference group method (. ② Inert group. )

2. Multi-attribute method

Multi-attribute method assumes that consumers' attitude towards a brand is determined by the following factors:

(1) the performance of the brand in the product or brand attributes

(2) the importance of each attribute to consumers

3. Emotional recommendation method

(1) This method can save energy and quickly choose a new emotion.

? (2) Consumers have applied the multi-attribute method before buying something.

? (3) Consumers often establish emotional bands with brands.

3. Market segmentation and target consumers

(1) Market segmentation (market segmentation) and target market definition

The so-called market segmentation is to divide the market into different groups, which have the same needs and will make similar reactions to market actions.

? (2) Two strategies < P > One is to identify people with certain needs and characteristics in a larger market; Then, according to their common interests in product utility, these people will be aggregated into a slightly larger market segment. It is also divided into "concentration strategy"-that is, focusing marketing activities on a secondary market segment; Most of them are used for new products or products with complex cognition; "Differential strategy"-that is, dividing two or more sub-groups according to different standards, and then launching marketing activities for each group. Dongfeng NISSAN "Nissan" and "Ejiao Calcium"

(3) Market segmentation method

1. benefit segmentation: mainly measures the consumer value system and its different brand feelings for the same kind of products.

2. psychological subdivision: according to the social class, lifestyle and personality characteristics of consumers.

3. geographical segmentation: according to the geographical differences of consumers.

4. demographic segmentation: market segmentation based on the standard of demographic variables of reclusive population. Such as gender, age, education, occupation, income, etc. A key question: is it worthwhile to provide independent products and marketing mix for segmented groups?

(IV) Target Market

The market segment or market portfolio that the enterprise finally determines and is ready to enter is the target market.

Three strategies:

Single target market strategy ("rifle strategy") means developing marketing mix for a market segment, and implementing product simplification and target simplification. A variety of target market strategies, that is, choose two or more market segments as target markets. The comprehensive target market strategy ("shot strategy") means that after subdividing the market, several subdivided markets will be merged to become a larger market.